With brief, occasional, italicized and sometimes gratuitous commentary…
• Advertising Age reports that Ahold Delhaize-owned FreshDirect, even as it pulls the plug on operations in the Philadelphia and Washington, DC, markets, is out with a new broadcast television ad campaign "that posits the brand as a destination for busy consumers looking for value and convenience."
It is, the story points out, "FreshDirect’s first foray into broadcast TV as it tries to raise brand awareness following a boost from COVID-19."
“The pandemic really gave us a lot of a kick in the butt to say there’s so much demand out there,” John MacDonald, FreshDirect’s chief marketing officer, tells Ad Age, adding the previous marketing efforts were "more about function and food than how to connect with customers."
I would argue that they have to do something. I love it when companies fight above their weight class, but this seems to be a case in which Ahold Delhaize and FreshDirect are fighting below their weight class.